Sony is reportedly planning to put ads in PlayStation games.
According to reports, the gaming giant behind the Playstation console could implement adverts into their games before the end of 2022.
Gaming boss Dario Raciti told Insider: "[Putting ads in games] is a new thing, just like the metaverse, and everyone rushes to try it out, but for the people who have done gaming and understand the gaming audience, we'll apply a wait and see approach."
What's more, it has been claimed claimed gamers will be offered incentives for viewing the commercials and that the talks have been going on for a year and a half.
A source told Insider: "Sony started talking about building the PlayStation ad program about 18 months ago after launching the latest generation of its PS5 console. It is being strict about vetting adtech companies, ruling out collection of personal information like emails or names."
Sony is not the first firm to set out plans for in-game ads, as a report recently claimed Microsoft is going to do the same for Xbox games.
Meanwhile, Sony recently promised 10 new live service PlayStation games by 2026.
Following the tech giant's acquisition of Bungie, Sony set out its plans to use the video game developer's expertise to deliver a host of titles, seemingly for the PS5, though this is not confirmed, over the next few years.
Speaking during an earnings call, Chief Financial Officer Hiroki Totoki said: "Our studios will learn from Bungie, that is a strong wish we have the Bungie side is willing to work closely with us."
Sony is set to make more studio acquisitions after buying Bungie.
In February, the firm bought the 'Halo' and 'Destiny' developer for $3.6 billion, and it's said they are not done with big acquisitions.
Gamesindustry.biz boss Christophjorder Dring revealed that PlayStation President and CEO Jim Ryan told him to "expect more".
The deal sees Bungie become an "independent subsidiary" of Sony Interactive Entertainment, with the details confirmed through Sony in a press release.
PS boss Hermen Hulst said: "I'm absolutely thrilled to welcome Bungie to the PlayStation family!
"Bungie create community-driven games with outstanding technology that are enormous fun to play, and I know that everyone at PlayStation Studios will be excited about what we can share and learn together."
The studio will still release multiplatform games, and they'll be able to "self-publish and reach players wherever they choose to play".
